Campaign Highlights People’s Quirky Financial Back-Up Plans

So what is your financial back-up plan? Selling feet pics, asking Dad, waiting for an inheritance from grandma, or moving home (again)?

These are some of the financial back-up plans highlighted in BCU Bank’s A Better Back-Up, a new brand campaign underpinned by consumer truths and insights.

The OOH and digital campaign shines a spotlight on people’s ‘Plan Bs’, the alternative ways some Australians save or grow their money.



“Our research uncovered how increasing cost-of-living pressures, as well as low financial literacy and confidence, were impacting consumers,” said BCU Bank Head of Marketing Michelle Hemingway.

“We learned some Gen Zs and Millennials are joking about – or dabbling in – unconventional tactics or ‘Plan Bs’ to make money and boost their savings.



The Hallway Creative Director Jessica Thompson added: “More reluctant brands would have shied away from a creative construct like this, especially given A Better Back-Up is our first dance with BCU Bank, but Michelle and her team were driven by a clear objective and a strong intention of helping Australians of all ages to feel confident when it comes to managing their money,” Thompson said.

“For all the brands in the world calling themselves either leaders or challengers, there aren’t many who proudly stake their claim as your best second choice.


Client: BCU Bank
BCU Bank General Manager: Mark Smyth
Head of Marketing: Michelle Hemingway
Brand & Marketing Manager: Claudia Dalton
Creative Design Lead: Britney Nash,
BCU Bank’s Brand & Marketing Team
Creative & Media Agency: The Hallway


PR: Aruga

Co-Founder and Partner Lead: Adam Brunes

Account Lead: Kimberley Roberts

Director of Content: Belinda Seeney

Account Director (PR): Jai Johnstone


Brand Activation: BonBon

Events & Activations Director: Kirsty Adams


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